Breaking on April 9, a cyclist, pirate and cow all star in the 'milk matters' campaign, as room-mates bidding for the last glass of Cravendale. The two executions, 'last glass' and 'out of stock' will air for five weeks. The campaign characters were created by Belgian animators Pic Pic, which worked with W&K's creative team, Sam Heath and Frank Ginger.
'Last glass' shows the three room-mates organising an impromptu game of musical statues to see who should win the last glass of Cravendale. The cyclist wins the game by replacing himself with a cardboard cut-out and taking the last glass himself. 'Out of stock' sees the three visit the supermarket only to find that the last carton of Cravendale has been sold, cue a rollercoaster ride in a shopping trolley along busy roads to find the Cravendale dairy.
Neil Christie, W&K managing director, said: "It's been fantastic fun working with Pic Pic on their ads. By going back to basics and using stop motion animation we were able to give the characters a very homemade and innocent feel that we hope will resonate with consumers. I look forward to hearing people all over the country shouting Milk! Milk! in a pirate accent as they reach for the Cravendale."
The print campaign highlights Cravendale's filtration and features a blue background with a white filter running through the design, with the "It's not just any milk, it's filtered to make it purer" strapline.
A series of teaser ads, featuring just the filter have also been created. The ads will run in national press, lifestyle and food magazines throughout April.